Politická ekonomie 2020, 68(4):381-404 | DOI: 10.18267/j.polek.1287

Ověření důvěry a spokojenosti zákazníků na českých slevových portálech metodou modelování strukturních rovnic

Pavlína Kozákováa
a Vysoká škola báňská - Technická univerzita Ostrava, Ekonomická fakulta, Ostrava, Česká republika


Verification of Trust and Customer Satisfaction with Czech Online Group Buying Applying Structural Equation Modelling

The topic of this paper is customers' trust and satisfaction with online group buying. The model of customer satisfaction was designed as a synthesis of the Expectation - Confirmation Model (ECM) and the DeLone & McLean IS Success Model. Reputation and perceived size of the online group buying website, system quality, information quality and service quality were factors analysed in the model. Trust was perceived as a predictor of customers' satisfaction. Data from the questionnaires were analysed using structural equation modelling. It was found that reputation and perceived size of the online group buying website have the most important impact on customers' trust and satisfaction.

Keywords: customers satisfaction, ECM, online group buying, trust, structural equation modelling
JEL classification: C38, L81, M31, M37

Received: January 11, 2019; Revised: March 27, 2020; Accepted: April 7, 2020; Published: August 24, 2020  Show citation

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Kozáková, P. (2020).
Verification of Trust and Customer Satisfaction with Czech Online Group Buying Applying Structural Equation Modelling. Politická ekonomie, 68(4), 381-404. doi: 10.18267/j.polek.1287
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